Why do we remember urban legends dozens of years after a spooky slumber party? How do we recall the plots of iconic movies like The Godfather when we can't tell someone what we ate for lunch yesterday? When did you first hear the story of Goldilocks and the three bears? Could you pinpoint the first Budweiser Super Bowl ad you watched?

I had one big question that led me to four more important questions, "How do you convince someone to pay attention to your message?" I once read that people form their opinion of you within 30 seconds of meeting you. The proliferation of communication platforms and the people that know how to use them has further reduced this 30-second window into 7 seconds, 140 characters, or one image to communicate an entire narrative.

What We're Reading: Winning The Story Wars by Jonah Sachs There has been a lot written about storytelling, and it is certainly a very important topic as CMOs grapple with the impact of social media on marketing paradigms. Few people seem able to discuss the power of story as clearly and passionately as Jonah Sachs.

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Every savvy marketer knows that all shoppers are not created equal. It can be easy to get caught up in the latest buzz or stuck in age-old assumptions - e.g. shoppers demand personalization; consumers always love promotions; if it's organic, it will sell! - but marketers quickly learn if they spread their brand and their resources too thin, their message will get lost and they'll lose customers along the way.It's time for marketers to get back to the basics and know your shoppers.

As market researchers, we're keenly aware that sometimes there's a gap between what people say and what they do, between aspiration and behavior. That's not because people lie or deliberately mislead (although occasionally they do). Rather, it's often because everyday behaviors and assumptions are so routine and deep-seated they fade into the background of our lives. The implicit and taken-for-granted can be hard to notice, recall, and describe. And yet, some of the deepest insights into consumer attitudes and behaviors lie in those unconscious routines and tacit assumptions. So how do we see the invisible and hear the unspoken?

LeBron James making his move to LA has been one of the most talked-about decisions in the sports world. His four-year, $154 million contract ($38,500,000 a year) will make him the highest paid NBA player ever. There's a new legend in town, but one thing that really separates King James from former Lakers greats is the heavy economic opportunity he has brought to each of the cities in which he's played. The study of this has been dubbed "LeConomics," and big brands and local establishments alike need to understand the impact of this economic force.

The proliferation of smartphone apps, wearable trackers, smart clothes and other health tech has given us access to more information about our fitness and nutrition than ever before. But does collecting all this data make us any healthier?

What is AR? AR, meaning Augmented Reality, is an emerging technology that blends the physical world with elements of computer generated imagery and/or animation. A great example of this is the facial filters that Snapchat offers.

The lean approach to startups, innovation and product development is all the rage - and for good reason. There are many benefits to the lean approach, including quicker time to market, reduced development costs, more innovative products and improved customer relationships. However, companies outside the web/digital space can struggle executing on some of the principles of lean development, and even technology companies need a clear vision and strategy, along with processes for collecting and analyzing feedback, to embrace lean principles. Market research can bridge those gaps!